Innovation

Imagine heading to your local store and filling your shopping cart with the perfect gifts. As you approach the checkout, you’re asked 23 questions before you can complete your purchase. Chances are you might walk away — or at minimum choose a different store next time. Most of us wouldn’t put up with this in the real world, but it’s an all-too-familiar experience when shopping online.

With the busiest shopping season of the year upon us, the need for merchants to offer a fast and secure way to pay is more important than ever. That’s compounded by the fact that roughly half of all millennials are planning to do the majority of their holiday spending online, and shoppers are on the lookout for convenient payment experiences for their couch-shopping needs.

Visa is helping shoppers checkout with fewer clicks with the new click to pay button based on a new industry standard*. In collaboration with industry leaders, Visa works to remove the frustration of manual card entry, passwords and other shopping hurdles shoppers face when shopping online today.

The click to pay button gives shoppers a simplified way to buy online, without the need to create new online accounts with a given merchant or log in every time they shop at participating merchants. Now, as shoppers buy for friends and families in the coming months, they will see a new common click to pay button available with select merchants, providing an easy, smart and secure checkout experience.

Cinemark, Movember and Rakuten are the first merchants to adopt the new click to pay experience on their websites, with BassPro, JoAnn Fabric and Crafts, Papa John’s, Saks Fifth Avenue, SHOP.com and Tickets.com following by the end of 2019.

Additional benefits for holiday online shoppers include:

No longer having to enter 16-digit primary account numbers, look up passwords, or fill out long forms to make a purchase

You can feel confident using your Visa card knowing that Visa uses advanced technologies and multiple layers of payment security to help protect your card against unauthorized use

Choose to be remembered and you’ll be set up for a streamlined checkout with your Visa card on your device whenever you see the click to pay button where Visa is accepted

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*The EMV® SRC payment icon is a trademark owned and used with permission of EMVCO, LLC